Trend-Chasing McDonald’s Doesn’t Need a New Chicken Sandwich | Eater

"This fast-food giant rolled out a new Crispy Chicken Sandwich in Knoxville and Houston: a fried chicken filet finished with butter and crinkle-cut dill pickles on a buttery potato roll, plus a deluxe version with lettuce, tomato and mayo, and served in foil bags. The launch was driven in part by franchisees' FOMO and pressure from the owners' board to compete in the recent chicken-sandwich craze, but it risks blending into the chain's long history of chicken iterations (including an existing chicken-cutlet sandwich and a buttermilk crispy version) that have struggled to stand out. Observers argue the brand may be overcomplicating its chicken strategy when its consistently popular nuggets could offer a simpler, effective option for a straightforward sandwich." - Caleb Pershan